NBC Going Live With Men's Swimming Despite Early Morning Slot

NBC's various media outlets kick into full Olympic mode this weekend, and the flagship network is already demonstrating a greater commitment to live coverage. NBC will air live early-morning coverage of swimming qualifying heats of the men's 4x100m Individual Medley featuring Michael Phelps and Ryan Lochte. The swimming telecast begins at 5:00am ET (Austin Karp, THE DAILY). The San Diego Union-Tribune's Jay Posner tweeted, "Had these heats not been moved to NBC, they would have been live to MT and PT zones on NBCSN" (TWITTER.com, 7/27).

Meanwhile, SiriusXM Radio starting Friday is dedicating a channel to the London Games. Programming will include "event highlights, commentary and live play-by-play broadcasts of basketball and soccer." The coverage is presented "in association with Dial Global, which is providing live radio coverage of the London Games in partnership with NBC" (AP, 7/25).